It might seem a little presumptuous to declare Stio the outdoor brand of 2013 only a week in, but I have no qualms nominating the new mountain-lifestyle clothing company for the honors. Launched in Jackson, Wyoming, in September by the design duo that started Cloudveil, Stio came out of the gates with some serious adventure cred. Not to mention some cool products for the whole family.
Like most startups in their first season, Stio’s line for men, women, and kids isn’t exhaustive—but that’s a good thing. At least for kids, more choices aren’t always better. So far for little ones, there’s a windproof jacket, a couple of super cute T-shirts, a hoody, and a hat. But who needs five variations of technical fleece when one stellar one will do the trick? Less time shopping equals more time skiing.